Channel 4 advert take over celebrates IDPWD and #PurpleLightUp

Channel 4 have partnered with Sainsbury’s, NatWest and Nationwide, to give airtime to local enterprises that are making differences to the lives of disabled people.

Ignition Brewery, credit to Channel 4


The leading companies have collectively given up a minute of advertising time, and donated it instead to three social enterprises, chosen in partnership with Disability Confident and Scope.

The three enterprises offer employment opportunities to disabled people. It is hoped that the advert takeover will raise awareness of the important contributions disabled people make in the workplace, and encourage more businesses to become more accessible.

Taking part is soap producer, Beco; chocolatier, Harry Specters; and Ignition Brewery. All offer employment opportunities and work experience to disabled people.


Beco actively encourages other employers to get in touch with them to find out more about their employees, in the hope that they’ll ‘steal’ them for their own company. The enterprise is dedicated to showing the benefits of employing disabled people and actively encourages other employers to find out how their current employees could improve their business.

Harry Specters offers employment to autistic people. According to the company, 85 per cent of autistic people are unemployed, but 61 per cent would love to work. Their employment opportunities continue to grow and their work highlights the valuable contributions autistic people make in the workplace.

Ignition Brewery employs and trains adults who have a learning disability to brew and serve beer to the company’s customers. Trainee brewers receive the London Living Wage and the company supports the staff into long-term, sustainable employment.

The advert break will be shown to promote this year’s #PurpleLightUp, a global campaign that highlights the importance of economic empowerment for disabled people.

You can watch the advert break on Channel 4 during How to Save £1,000 Online, which airs at 8pm tonight (3 December) to mark International Day of Persons with Disabilities.

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